Volume 7 No 2 (2018) | ISSN 2158-8708 (online) | DOI 10.5195/emaj.2018.134 | http://emaj.pitt.edu The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention Ayben Ceyhan Beykent University, Turkey | aybenceyhan@hotmail.com Abstract Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained by the survey method were analyzed using SPSS and Amos package programs. According to research findings, the functional value, hedonic value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected the purchase intention, whereas the social value and co-creation perceptions did not have a significant effect on purchase intention. The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and co- creation value perceptions were found to be unrelated to brand loyalty. Furthermore, it was observed that brand loyalty mediates the whole effect of the functional value and co-creation perceptions towards the Instagram page of the brand in question on purchase intention. Keywords: Social Media, Brand Loyalty, Purchase Intention, Marketing, Instagram *This paper is developed from author’s doctoral thesis titled “The Impact of Perceptıon Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention”. The doctoral thesis was accepted on 8 April 2019 by Beykent University, Institute of Social Sciences, Department of Business Administration and was supervised by Prof. Dr. Erdoğan Taşkın. New articles in this journal are licensed under a Creative Commons Attribution 3.0 United States License. This journal is published by the University Library System of the University of Pittsburgh as part of its D-Scribe Digital Publishing Program, and is cosponsored by the University of Pittsburgh Press. Volume 9 No 1 (2019) | ISSN 2158-8708 (online) | DOI 10.5195/emaj.2019.173 | http://emaj.pitt.edu |